Spotify tapped Placed as a measurement partner for offline attribution in the U.S., helping Spotify measure business outcomes that result from users engaging with its media platform from within cars and via mobile, desktop and connected speakers.
“Placed will allow Spotify to show quantitative impact to an advertiser’s campaign, something they can include as added-value measurement,” said Digitas media supervisor Madeline Rothenberg. “For some advertisers, this measurement will be welcomed, especially when initially looking to prove audio reach.”
Placed joins existing Spotify measurement partners Comscore, Digitalist LeanLab, Foursquare, Integral Ad Science, Moat, Nielsen and Nielsen Catalina Solutions.
“Placed is a strong player in the location attribution space, but I would assume that some brands will continue to rely on their own location attribution partners to work with Spotify,” Rothenberg added.
The two companies already worked together on a campaign by Baskin-Robbins last summer. The ice cream giant used Spotify’s turnkey Audio Everywhere format for its “Baskin-Robbins Got Me Like” campaign, pushing its then-new Sundae Shakes and Ice Cream Lattes.
Baskin-Robbins then turned to Placed to measure the impact of the Spotify component of its campaign, finding a lift in store visitation of more than 12 percent, or about four times Placed’s industry benchmark.
Placed determined that people who heard the campaign’s ads on Spotify visited the Baskin-Robbins stores a total of 430,000 times. The streaming service also drove 47,000 incremental store visits, yielding a positive return on investment, according to Placed.
“With Placed measurement tools in our wheelhouse, we were able to demonstrate our ability to drive impact where it matters most to brands like Baskin-Robbins: foot traffic,” said Spotify U.S. head of sales Brian Berner in a blog post. “Placed’s approach to measurement and focus on consumer privacy make it an ideal partner as we look to underscore the value of Spotify for advertisers and marketers.”